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Proud achievement: Former Schiphol Airport executive Freek Vermeulen is presiding over XpresSpa’s first European operation, which opened on Tuesday |
NETHERLANDS. XpresSpa, the US airport-based spa group, rolled out its first European flagship at Amsterdam Schiphol Airport on Tuesday (12 February).
The company already has 12 full-service airport spas in the US, plus one in Mexico and is rolling out to key international hub airports across European capital cities, with key targets including Rome and London.
The Schiphol flagship, offering services for both men and women, will provide the retail template for spas within the group that Managing Director Europe Frederik “Freek” Vermeulen and Executive Vice President/General Manager Solomon Crayton say could include the brand’s introduction to budget-based airports.
Vermeulen is also embarking on a “smart and aggressive” marketing campaign with airlines and airports that will include loyalty schemes to expand and enhance the offer.
Keen to stress the partnership between XpresSpa and Amsterdam airport authority in the latest project, Vermeulen told The Moodie Report: “Schiphol sees XpresSpa as another addition to its famous airport/city concept. This is treated as a city in a marketing sense, combining functions [such as] shopping, food and beverage, entertainment, museum and now wellness. The airport really likes this function a lot. This is a true partnership relationship with the airport”¦. After all, they removed seats to make way for this venture.”
Location plays key element within the “strategically positioned” spa. The airside spot on the first floor in Departure Lounge Two sits above the airport’s main retail area with an open plan, open-ended design.
But, perhaps more importantly, Vermeulen has gone out to develop a “very real” retail experience by creating a strong bond between the service and retail elements of the spa “where you can receive a good massage and you can buy something to take home. This is especially important from the male traveller’s perspective as he is someone who often has difficulty finding the right gift”.
With gifting in mind, Vermeulen has greatly extended the retail offer with the emphasis on attractive, colourful front-end display units (the flagship focuses strongly on Valentine’s Day items) and a strong choice of both gift and travel-sized goods, many appealing to the cost-sensitive customer.
Products used in the services are the OPI hand- and footcare and Anesi skincare ranges, which Vermeulen describes as professional brands that do not conflict with others on sale elsewhere in the airport.
Vermeulen told The Moodie Report on Tuesday that he is “proud” to have overseen the nine-month journey from initial negotiations to the flagship’s opening, which he sees a major step in enhancing transit passengers’ often-two-hour stay at Schiphol.
It was a journey that began while he was Director of Business Development at Schiphol, responsible for developing and introducing new commercial activities to its renowned AirportCity concept.
He introduced XpresSpa to the location and believed in it so much, he took over as Managing Director of the firm’s European unit in January.
Mid-market focus
“There is a real strategy to expand in Europe and the starting point of Schiphol was an important one,” he said.
“Schiphol is the most luxurious and extensive airports in terms of offering other services than just retail. There’s a lot more here. It’s a nice place, a true luxury hub so when there is a delay there is a nice atmosphere. You can do a lot of things and proving that XpresSpa can contribute to that is important.”
He expects customers to believe in it, too, and envisages people taking extra time out to visit XpresSpa as a starting point of their vacation or business trip.
“I anticipate people coming to the airport early to take advantage of an invigorating massage or beauty treatment to relax and to enhance the holiday experience,” he said.
Importantly though, this is not just about the premium customer. He sees the XpresSpa concept as representing a move away from the high-end exclusive image usually associated with the spa experience. Instead it is placed firmly into the accessible mid-market in which instant, professional services are positioned as premium features.
He also points to a recent travel report by Amadeus recognising wellness and health as a key consumer trend at airports.
“Airports are looking at new ways to enhance the experience for the traveller and we are very much a part of that development. It is important for airports to find new ways of caring and entertaining their customers,” he said.
“You get a good professional massage right away, no appointments, and you know what it will cost”¦ there are no hidden extras. It immediately puts the customer in the comfort zone before a treatment.”
Mindful of customers meeting flights on time, their stay at XpresSpa is closely monitored; staff inform them of cancellations, delays or gate re-routes as part of the service.
The spa interior design
Next door to a general relaxation area, the spa’s design centres on the generous use of wood with curved panelling and a neutral colour scheme for a mood of restful, quiet relaxation. Imagery and flowers give it a strong oriental theme to promote the wellbeing concept.
There are 11 plush massage sofas and four massage chairs on which customers can receive a varied menu of services ranging from quick 10-minute treatments to those lasting an hour.
This includes massages (foot, neck and back, stress and tension, hand and arm plus full body, provided in a private treatment room), 10 different facials, waxing, and manicures/pedicures.
Prices range from €16 for either a basic manicure, wax or hand and arm massage to €90 for 60-minute full body, Aromapure rejuvenating facial or gentleman’s facial.
At Tuesday’s opening ceremony, XpresSpa’s Vermeulen and Crayton said they foresaw the possible development of a hotel-based licensed spa division.
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